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Measuring the Impact of Online Reviews on Consumer Purchase Decisions \textendash A Scale Development Study

Author

Listed:
  • Y. Shi
  • S. Fernandes
  • R. Panda
  • V.G. Venkatesh

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

  • B.N. Swar

Abstract

Consumers' exposure to online reviews influences their online retail shopping behavior. They search for reviews while evaluating products for purchase decisions. Past studies have indicated that online reviews affect the credibility and trust of the sellers and the products they sell on online platforms. Keeping this in view, the current paper aims to develop and validate a scale to understand the impact of online reviews on consumer purchase decisions. Data were collected from 431 young online shoppers for this research. The initial exploratory factor analysis (EFA) results helped identify four factors, viz. source credibility, volume, language and comprehension, and relevance which constitute the scale. The scale was validated by confirmatory factor analysis (CFA). The study's findings fill the gap of having a standardized scale that online retailers can use as indicators to assist consumers in their online decision-making. The discussions and implications support consumers' susceptibility to online reviews, an essential source for product and brand information in facilitating online consumers' purchase decisions. © 2022 Elsevier Ltd

Suggested Citation

  • Y. Shi & S. Fernandes & R. Panda & V.G. Venkatesh & B.N. Swar, 2022. "Measuring the Impact of Online Reviews on Consumer Purchase Decisions \textendash A Scale Development Study," Post-Print hal-04452847, HAL.
    • Handle: RePEc:hal:journl:hal-04452847
    DOI: 10.1016/j.jretconser.2022.103066
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    Citations

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    Cited by:

    1. Roy, Robin & Shaikh, Ateeque, 2024. "The impact of online consumer review confusion on online shopping cart abandonment: A mediating role of perceived risk and moderating role of mindfulness," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    2. Mao, Zhaofang & Yuan, Ruiying & Wang, Jianan, 2024. "Precision marketing for newly-launched products: How to offer free trials to consumers?," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    3. Wang, Kai & Zhao, Jingjing & Zhou, Jun, 2024. "Online sales and stock price synchronicity: Evidence from China," International Review of Financial Analysis, Elsevier, vol. 95(PA).
    4. Hameed, Irfan & Hameed, Imran & Akram, Umair & Arain, Ghulam Ali & Eid, Riyad, 2024. "Exploring resistance barriers in travelers' word of mouth for mobile payment systems: Mediating effects of trust and usage intention," Technological Forecasting and Social Change, Elsevier, vol. 209(C).
    5. Kumar, Sanjeev & Rajaguru, Rajesh & Yang, Lin, 2024. "Investigating how brand image and attitude mediate consumer susceptibility to eWOM and purchase intention: Comparing enterprise-owned vs. third-party online review websites using multigroup analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).

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